創意觀光之「家」的旅遊體驗——以台灣人入住歐洲Airbnb為例

Abstract

共享經濟的出現，對旅遊業產生重大衝擊，其中以Airbnb影響最為劇烈，連結創意觀光與體驗經濟，成為遊歐旅客對飯店、旅館、民宿、青旅、沙發衝浪等住宿形式之外的另一項選擇。Airbnb的出現與繁盛，讓我們開始思考旅遊市場與旅人品味產生了什麼變化，從專業飯店到別人的家；從米其林美食到一頓家常料理；從經典景點到巷弄間的小店……旅人開始實踐「創意流動」，走進日常生活、體驗真實性與身體感。本研究將探討Airbnb如何運用其獨特吸引力與變遷中的社會背景互相正增強，透過網站、系統、社群等維持並傳遞其論述，成為新興旅遊社群信任的平台，以處理「家」(travel home)與「旅遊奇觀」(spectacular)本質上的矛盾，以及帶著歐洲文化想像的台灣旅人遭遇跨文化比較或生活環境變動時，感官和身體產生的包容與排斥感受。

The rise of the sharing economy is having a huge impact on the tourism industry. Among all of the manifestations of the sharing economy, Airbnb is having the strongest impact on the current tourism industry. By combining creative tourism and experience economy, Airbnb presents itself as an alternate accommodation to hotels, motels, hostels, and couchsurfing for visitors to Europe. The rise and success of Airbnb makes one ponder the changes in traveling style and market. People are moving from professional hotels to others’ houses, from Michelin star delicacies to homemade meals, from classic attractions to shops in the alleys. Tourists are beginning to practice “creative mobility”, blending in the daily life and experiencing authenticity and body perception. This study discusses how Airbnb uses its unique attraction to strengthen its position in the evolving social background, and how it emerged as the new platform trusted by tourists, through the use of website, system and social media to maintain and deliver its attractions. In addition, Airbnb managed to mitigate the conflict between “home” and “travel spectacular,” as well as the mixed feelings of inclusion and rejection of Taiwanese tourists with certain cultural imagination of European culture when confronted with the changes in living environment or cross-cultural encounters.